Companies use tracking studies to determine the success of their marketing plans and the competitive situation over time. By tracking your performance, you have an early detection system that identifies potential problems or successes.

• What is our level of awareness?
• Is our brand in the recall set?
• How effectively are we reaching buyers?
• What level of trial are we getting?
• Are we getting enough repeat business?

By using a telephone tracking study an international financial services firm discovered that its rate of new trials was declining. The company responded by introducing a promotional campaign aimed at generating trial.